That feeling when you’re presented with a tough choice. Be present at the Cannes Short Film Festival for the screening of my fashion film ‘Immersion’ or be present at the birth of my identical twin sons. The thing was that we weren’t exactly sure when the boys would be born. We knew that they were likely to be born early being twins, we just weren’t sure how early. I chose not to risk it.

The boys were born on the same day as the film’s debut screening. My wife, the underwater model in this film, was in labour during the time slot the film screened in. The irony has not escaped me.

The creative process is exhilarating, yet daunting. Thrilling yet terrifying. Creative people tend to put their hearts and souls into their work, courageously daring to bare their innermost selves to the world and all those who would look, who would see, who would understand and appreciate the essence of who we are, what life and all its complexities means to us.

Immersion examines the agony and ecstasy of the creative process. The need to perform under pressure with looming deadlines and yet still produce a work of magic, the wow factor that will embed our work into the minds of the people who matter the most to us.